Published by MBA Skool Team, Last Updated: February 26, 2019
Marketing Strategy of Wella analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Wella marketing mix, help the brand succeed in the market.
Wella marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Wella Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Wella marketing strategy can be explained as follows:
Wella is one of the leading hair care brands in the world. The target market for Wella younger part of the population mostly women who are always conscious about their looks and always look forward to trying something new. By keeping the products chemical free, Wella is offering a way to explore different looks using colour and styling products. They believe that once the customer is assured about the quality and safety of the product they will definitely purchase again. Its product belongs to the premium segment of the market and is very effective in transforming the look of an individual and this the reason why so many salons and professional use its products. Wella has a wide range of products starting from shampoo and conditioner to hair spray, hair wax and hair colourants using which it caters to a wide range of requirements of the customers.
Wella Price/Pricing Strategy:
Below is the pricing strategy in Wella marketing strategy:
Wella has focused on experts, young people, youngsters as its objective clients that are searching for a total healthy skin routine.
Wella centres around conveying the nature of most extreme dimension to its shoppers. The top-notch quality items are priced at par with the premium products of the competitors. The costs are a bit high like the quality of the products. As the brand has a very good reputation of being premium, individuals unquestionably let it all out as it appeared to be suitable for them. This helps Wella in generating revenue from a targeted segment the customers become loyal the number of times they repurchase increases.
Wella Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Wella SWOT Analysis, STP & Competitors
Wella Place & Distribution Strategy:
Following is the distribution strategy in the Wella marketing mix:
Wella products can be found online on its own website where the customers can make the purchase as well as on various e-commerce portals like Amazon. It utilizes its parent organization's logistics and distribution framework to enter new markets. It has ascended its image in the minds of the customers by partnering itself with organizations like healing centres and lavish inns. Wella products after manufacturing are moved to distribution hubs and warehouses. The delivery agents pick up the shipments and deliver it to the retailers, supermarkets and salons as per their request. Wella takes pride in being a premium hair care product and wants to expand its customer reach.
In order to that, it has made sure that its products are available are most of the locations such as Mom-and-Pop stores and vast retail locations.
Wella Promotion & Advertising Strategy:
The promotional and advertising strategy in the Wella marketing strategy is as follows:
This premium tag is constantly utilized by Wella to draw in shoppers. Its major medium is through TV promotions, boards, magazines and informal advertising which is an announcement in itself. Wella has also set up online websites of its own like Mywellastore to promote its products and attract consumers by giving them a taste of what they can become after using their products. Wella promotes its items by creating awareness among the population thereby increasing the customer base. To put forth its defence solid Wella has related itself with famous people, for example, Sophie Turner to build up an association with the masses. Wella tries to connect with the customers which result in its position getting to be solid and at whatever point a customer thinks about an item for hair care needs Wella comes first. This concludes the marketing mix of Wella.
Wella was founded in 1880 and later acquired by Coty Incorporated in 2015. It is German hair products manufacturing company headquartered in Darmstadt, Germany.
It specialises in hair styling products and hair colourants. The main purpose of the company is to produce quality products which would be free from harmful chemicals so that the customers can appreciate it and will come again to buy.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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